ALI's first premier land development in Mindanao to be launched in Cagayan de Oro

By Mike Bańos

Ayala Land, Inc. (ALI) will launch its first Ayala Land Premiere (ALP) development in Mindanao on June 9, signaling ALI’s entry into the southern Philippines real estate market.

Dubbed Alegria Hills, the 53 hectare (ha.) high end residential subdivision lies 240 meters above sea level and approximately eight kilometers from the city proper. It is the first phase of a master planned 200 hectare property that straddles barangays Indahag, Macasandig and Camaman-an.

“It usually takes ALI two years from a project’s inception to fully develop it but we shall already be selling the first 95 lots before the year ends,” Tetta Baad, Vismin marketing and sales head, told media in a press conference following the blessing of its office at Limketkai Center Friday, May 18, 2007.

Although ALI officials did not divulge the opening price for the first 96 lots with an average size of 440 square meters, Ms. Baad assured it would be well within the means of their target market.

The project is a joint undertaking of ALI and joint development partners Manny Boniao and Ricardo Murillo. Started by the Boniao couple as a land banking project in 1993, they were joined by Mr. Murillo 20 years ago when he also became convinced of the development potential of the property.

“We chose ALI as our partner since it had the experience, track record and professionalism in the real estate industry,” Mr. Murillo said.

Mr. Boniao cited the city government’s South Diversion Road and Emmanuel Pelaez bridge as concrete evidence of the city government’s all-out support for the project.

“Although this initiative was already in the drawing boards of previous administrations, it was Mayor Emano who actually implemented it as a strong show of support for investors,”Mr. Boniao said.

Mr. dela Cerna also clarified that the project is not getting any perks or incentives from the city government and insisted it go through the regular process of acquiring its PALC and development permits, having no desire to stir up any controversies like the brouhaha over the Huluga settlement.

“We have no technical proof there any archeological sites or artifacts within the property but we are willing to submit ourselves to any group which could prove this to us otherwise,” Mr. Ver said.

“The community of Alegria Hills shall blend with the philosophy of architecture that promotes harmony between human territory and the natural world through thematic designs that seek to be part of the unified whole,” Mr. de Guzman said, adding that the designs drew inspiration from the late American architecture Frank Lloyd Wright.

The two families had the vision for tracks of beautiful rolling terrain in the city’s highlands. Ayala Land had more than 50 years of expertise and leadership in the real estate industry. Together, the partnership would realize the much-awaited entry of Ayala in Mindanao, at one of its most naturally impressive properties to date.

The property was first spotted by development partner and Cagayanon, Manuel “Manny” Gabriel Boniao. His late father, Francisco, had saved up to buy a single hectare property near the area to leave for his children. In his older days, he would take Manny for a walk to the modest property and its surrounding area. This was when he saw the beauty of the rolling highland terrain.

Manny and wife, Teresita Hojas Borromeo, started acquiring land in the area in 1993. Though primarily engaged in agribusiness, they saw the potential of developing this unique property which had a breathtaking view of both the city and the sea. It was Tess’ father, Aurelio who gave the couple the encouragement and guidance to invest in the property.
It was through their business that they met fellow project partner Ricardo S. Murillo, a Manila-based businessman. A good friend and trusted business partner of almost 20 years now, Mr. Murillo was brought by the couple to the area and was immediately convinced of the viability of investing in the property.

Both families are outstanding names in the community. Manny is the vice chairman of the Northern Mindanao Advisory Council of the Habitat for Humanity Philippines, and also a member of the Mindanao Committee of the Philippine Business for Social Progress. He is also involved in various projects including the Family Farm School Foundation which gives free education to out-of-school-youth daughters and sons of farmers, and has been invited as a cooperator of the Opus Dei community.

Mr. Murillo, for his part, sits as the president of the Cardinal Santos Medical Center in a joint apostolate venture with the Archdiocese of Manila. He took over in 1998 when the hospital was undergoing challenges in its operations. Today, the center provides free medical services to thousands every year.
To develop what they envisioned to be a residential haven atop rolling terrain, the Boniaos and Mr. Murillo thought of only the best in the industry.
“There were a lot of offers,” Tess said, “but I told Manny to wait for the right one. And we have no regrets.”

For his part, Mr. Murillo said that they chose Ayala Land as a partner since it had the experience, track record and reputed professionalism in the real estate industry.

Through it’s over 50 years of experience in real estate; Ayala Land, Inc. has earned a reputation as the countries leading real estate developer. It is primarily credited for Makati City’s metamorphosis from grasslands back in the 1940’s into the premiere business district it is today.
This latest project that Ayala Land is set to embark on with its partners in Cagayan is foreseen to e yet another landmark residential development bearing a solid testimony to the quality of its work and its integrity.

From left Mr. Ver de la Cerna of Ayala Land, Mr. Ricardo Murillo and Mr. Manny Boniao, Joint Development partners and Ms. Tetta Baad of Ayala Land as they answer questions from Media during the presscon.

Cagayan de Oro City (21 May) -- Ayala Land Corporation, developer of the country’s high-end subdivisions is now accepting buyers for their 350-hectare property in the mountains of Camaman-an and Indahag, this city, known as Alegria Hills.

Tetta Baad, the company’s executive vice-president for marketing in Visayas and Mindanao, said that after looking at the mountains of Indahag, Ayala Land found a place that suits the qualities of what they envision of a community.

She added that Alegria Hills provides a wonderful opportunity for those who want to have a beautiful place to live.

In their property, Baad said that they will develop several villages and would feature a sports facility, pocket park, a watershed treatment facility, a chapel, ravine orchards, a promontory point, canyon trails and a central park.

Manny Boniao, the original owner of the land bought by the Ayalas, said during the recent inauguration of the Alegria Hills sales office that Ayala’s presence in Cagayan de Oro is a milestone in the city and in Northern Mindanao as it serves as a catalyst of development.

He also lauded City Mayor Vicente Y. Emano for his extraordinary leadership that paved way for Ayala’s entry in the island of Mindanao.

The groundbreaking of the high-end subdivision is set on June 8, 2007.

Earlier, Mayor Emano said that the firm will pour an initial investment of P4 billion to develop 80 of the 350 hectares for now and will continue to develop the remaining areas in the succeeding years.

The mayor said that with the Ayala Land’s presence, the city will continue to enjoy economic stability and more job opportunities will be made available for the city’s unemployed residents. (Cagayan de Oro City Information Office)

^ Its a good strategy, that subdivision will initially serve as resthouses, just like what makati used to be in the old days, slowly with careful and progressive buildup, this will be a significant economic and cultural center in CDO

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Just like Pueblo de Oro Township, they buildup first subdivision then schools and after 7 years the SM City CDO locate here. If Pueblo de Oro accommodate mall within 7 years, I give Ayala to have mall in their project within 5 years... Demanding ba..? So I wish in 2012 meron ng Ayala mall brand here in CDO. But the most I wish, they should build mall in soonest time....

Yes, CHI takes care of all the VisMin transactions of Ayala Land, Inc.

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Just like Pueblo de Oro Township, they buildup first subdivision then schools and after 7 years the SM City CDO locate here. If Pueblo de Oro accommodate mall within 7 years, I give Ayala to have mall in their project within 5 years... Demanding ba..? So I wish in 2012 meron ng Ayala mall brand here in CDO. But the most I wish, they should build mall in soonest time....

yes this is true. they will have their subdivision project first then the mall will follow. but will depend on the demand also. of course, the demand is there already. im even excited myself since cdo is my 2nd home.

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actually they have already made a study on this. my friend even went there in davao early this year but said that there are plenty of malls now in davao. so they are waiting for the right time I guess. but definitely it will happen. i think they're going to develop a subdivision first since this is also part of their plan.

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“When you break the law to correct flaws in a nation, you break the nation.” - Emile Zola

Ayala land, Inc. (ALI) expects its Visayas-Mindanao operations to contribute significantly to overall growth in the coming years, the major property developer said in its 2006 annual report.

The listed firm plans to launch one to two residential projects in select cities in the near term, particularly in Iloilo and Cagayan de Oro City starting this year.

Foraying to Mindanao, ALI will launch a high-end residential project in Cagayan de Oro in a joint venture with the Bonioa, Murillo and Borromeo families.

We will launch [the project] next month. We see Mindanao [as a whole] and Cagayan de Oro as growth areas. We like to take advantage of the opportunities in this growth area, Cebu Holdings, Inc. President Francis O. Monera said in a telephone interview.

BANNER YEAR

ALI said 2006 was a banner year for Visayas-Mindanao, mainly through affiliates Cebu Holdings Inc. and Cebu Property Ventures and Development Corp. whose products in the region cover shopping centers, business and information technology parks, and residential and leisure developments.

The city government of Cagayan de oro recently granted development permits for the first two phases of the subdivision.

Ayala Land Premier's project in Cagayan de Oro will be offering an innovatively designed and exceptionally engineered haven which residents can pass on for generations to enjoy,the company said in a statement.

The property is perched atop gently sloping highlands of Cagayan de Oro encompassing three barangays, giving future residents a breathtaking view of the city and the sea, as well as the refreshing ambience of mountain resort living.

Phase one of the subdivision will be located in barangay Indahag. The residential getaway is a mere 10 minutes away from Lim Kit Kai Center, the statement read.

AMENITIES

The master-planned residential community will have a club house and sports facilities, pocket parks and canyon trails to highlight the outdoors.

At the core of the development is a chapel set amid a natural grove of trees in response to calls from Cagayanons for community centered around shared spiritual and cultural values, the company said.

Ayala Land Premier residential developments carry the heritage of Ayala Land Inc., the country???s leading real estate developer, known for its distinctiveness and for adding value to land overtime, the statement read.

It is the first phase of a master planned 200 hectare property that straddles barangays Indahag, Macasandig and Camaman-an.

"We shall already be selling the first 95 lots before the year ends," Tetta Baad, Visayas-Mindanao marketing and sales head, said in a press conference Friday.

Although ALI officials did not divulge the opening price for the lots, which have an average size of 440 square meters, Ms. Baad assured it would be affordable to the firm???s target market.

The project is a joint undertaking of ALI and Manny Boniao and Ricardo Murillo.

"We chose ALI as our partner since it had the experience, track record and professionalism in the real estate industry," Mr. Murillo said. Proponents of the project said the city government has thrown its support for Alegria Hills.

"It was Mayor [Vicente] Emano who actually implemented it as a strong show of support for investors," Mr. Boniao said. Officials said the project was not getting incentives from the city government and insisted it went through the regular process of acquiring its permits.

"The community of Alegria Hills shall blend with the philosophy of architecture that promotes harmony between human territory and the natural world through thematic designs that seek to be part of the unified whole," Mr. de Guzman said. He added that the designs drew inspiration from the late American architect Frank Lloyd Wright.

The long wait is finally over. The Ayala Land, Inc., developer of the country’s high-end subdivisions scheduled the ceremonial groundbreaking of its real-estate project in the mountains of Camaman-an and Indahag, this city, on Saturday, June 9.

This after City Mayor Vicente Y. Emano received an invitation from the Ayala Land for the groundbreaking ceremony of Alegria Hills on Saturday at 9:00 o’clock in the morning. At six in the evening of the same day, Ayala Land, Inc. will also unveil during an exclusive launch, Alegria Hills, which the company considered as its first premium development in Mindanao. Tetta Baad, the company’s executive vice-president for marketing in Visayas and Mindanao said that Alegria Hills provides a wonderful opportunity for people who wanted to own a beautiful place to live. At the Alegria Hills, the Ayala Land will develop several villages that include sports facility, pocket park, watershed treatment facility, chapel, ravine orchards, promontory point, canyon trails and a central park. Mayor Emano is optimistic that the entry of Ayala in Cagayan de Oro will not only spur economic progress in the city but in the entire island of Mindanao. Ayala Land, Inc. will pour an initial investment of P4 billion to develop the 80 hectares of the 350-hectare property in the mountains of Camaman-an and Indahag.

PREMIER developer Ayala Land Inc. (ALI) is set to start the sale of lots in upland residential subdivision, Alegria Hills with the issuance of its required permits.

The Housing and Land Regulatory Board (HLURB) issued license to sell number 16565 on June 1 authorizing the sale of the lots in phase 1 of the project.

Phase 1 of this exclusive residential haven features only 95 available lots.

Alegria Hills, an Ayala Land Premier development, is ALI's first venture in Mindanao. Situated atop gently sloping highlands of Cagayan de Oro, this mountain resort haven offers a panoramic view of the city and the Macajalar Bay.

The project straddles three barangays: Macasandig, Camaman-an, and Indahag. It is just mere minutes away from the city's commercial and business center.

A ceremonial groundbreaking on the site will be held on the morning of June 9, signaling the commencement of development works on this much-awaited project.

Alegria Hills will formally be launched with cocktails for invited guests on the evening of the same day at The Atrium of Lim Ket Kai Mall.

For more details about the project, please call 856-3116 or visit the Ayala Land Sales Office at the 2nd Level, East Concourse of Lim Ket Kai Mall. (Press Release)